Amazon Goes Mobile: Is It the Right Move?

A recent Bloomberg report detailed Amazon.com's plans to enter the smartphone market. Though Amazon already boasts a successful tablet in its Kindle Fire, the smartphone market is even more competitive -- just ask two phone makers from Finland and Canada! While success is far from certain, Amazon's move into the smartphone market aligns with its strategy to drive more users into its ecosystem with a low-margin, or no-margin, device and selling higher-margin media content and other merchandise to a more captive audience. In the following video, Brenton discusses whether he thinks this is the right move for Amazon, and what he thinks needs to happen to encourage its success.

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